In a bid to stay at the cutting edge of the ever-evolving ad industry, Google is gearing up to utilize generative AI to tailor ads, making them more pertinent to individual user searches.
At the Google Marketing Live event, the company announced that it is set to enhance its search ads by leveraging generative AI. This move aims to build on Google’s established search ad engine which rolled out the Automatically Created Assets (ACA) for search ads just a year ago.
The ACA feature is an opt-in, campaign-level setting. Enabling it will spawn extra assets like headlines and descriptions that complement the assets provided by advertisers in their responsive search ads.
This revamp was inspired by dialogues Google held with businesses who sometimes found it challenging to kick-start new campaigns. To mitigate this issue, Google has launched a novel, natural-language conversational experience in Google Ads, marrying human expertise with Google AI.
By simply selecting a preferred landing page from your website, Google AI will provide a succinct summary. The AI system will then produce pertinent keywords, headlines, descriptions, images, and other assets for your campaign. Advertisers have the opportunity to review and tweak these suggestions prior to launching their campaign.
For instance, when a user searches for ‘skin care for dry sensitive skin’, the AI can derive content from your landing page and existing ads to formulate a new headline like “Soothe your dry, sensitive skin,” shared Jerry Dischler, the Vice President and General Manager of Google.
Google is optimistic that this development will bolster ad relevance, while also maintaining brand authenticity. This follows the trend of tech giants making significant strides in AI technology to remain competitive.
Earlier this year, Microsoft introduced a new version of its search engine Bing and its web browser Edge, which are now powered by an upgraded AI technology that fuels OpenAI’s chatbot, ChatGPT. In response, Google unveiled its AI chatbot, Bard, a direct competitor to the well-received and Microsoft-backed ChatGPT.
This piece of news is based on an article from marketing-interactive.com.
